[2] As an example, fashion label Vetements used social media channels to promote a limited-edition hoodie which sold 500 units in hours, recording sales of €445,000.
[6] NYU Professor Adam Alter says that for an established brand to create a scarcity frenzy, they need to release a limited number of different products, frequently.
Comme des Garçons was one of the first to use this strategy, leasing a short-term vacant shop solved the storage problems of releasing product for quick sale.
The behaviours of the hypebeast define hype marketing; the purchase of popular goods they can't afford to impress others.
This has led to the creation of companies that allow consumers to use bots to guarantee or improve their chances of purchasing a limited-edition product.